Congruency, Expectations and Consumer Behavior in Digital Environments
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Form:Einzelkauf Download
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Sprache:Englisch
53,49 €
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Details
Format
Kopierschutz
Nein
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
23.10.2019
Verlag
Springer Fachmedien WiesbadenSeitenzahl
213 (Printausgabe)
Dateigröße
3534 KB
Sprache
Englisch
EAN
9783658284213
A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers' attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study.
¿About the Author:Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.
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